Eye-tracking studies
in the web browser
HTXN09: Eye-tracking course 241114
Presentation
- Nils Holmberg
- Computational
content analysis - Cognitive
communication effects
Overview
Free internet use, online ads
Online, survey (1)
- children and adolescents
- natural browsing situation
- equipment in schools
- retrospective interviews
- perceived, actual exposure
- advert saliency analysis
- effect of advert animation
Advert saliency analysis
Online, survey (1)
- original advert
- edge detection
- luminance threshold
- motion pixels
Antisaccade pre-test
Online, survey (1)
- anti-saccade task
- 36 trials
- prop. correct responses
- focus attention
- filter out distraction
- developing in children
Effects on attention
Online, survey (1)
- lessons learned
- experimental conditions?
- need an online task!
- individual differences
- attentional control
Online grocery shopping
Online, survey (2)
- behavior in physical stores
- new research questions
- focus on analysis methods
Saliency analysis
Online, survey (2)
- product properties
- web page position
- subjective relevance
- predictors of…
- visual attention
- purchase decision
Saliency algorithms
Online, survey (2)
- website screen recordings
Bottom-up processing
Online, survey (2)
- fast, automatic
- salient information
- visual attention
Top-down processing
Online, survey (2)
- slow, awareness
- based on goals, tasks
- visual search
- product relevance
- option quality
- internal factors, subjective
- product placement
- external factors
Theoretical model
Online, survey (2)
- visual saliency
- product relevance
- product placement
- visual attention
- purchase decision
Website video analysis
Online, survey (2)
- screen recording analysis
- general set (dairy products)
- intermediate set (yoghurt)
- specific set (flavor yoghurt)
- search phase, end
- decision phase, start
- manual time encoding
Scroll compensation
Online, survey (2)
- screen recording analysis
- combine video frames
- content loaded dynamically
- decision phase (category)
- add product to shopping cart
- decision phase, end
- manual time encoding
Complete web page image
Online, survey (2)
- screen recording analysis
- separate video frames
- web page stitching
- combine eye-tracking data?
Eye-tracking data analysis
Online, survey (2)
- data synchronization
- scroll compensation
- aoi analysis
- sample measures
- dwelltime, revisits
Probability of looking
Online, survey (2)
- visual saliency
- product relevance
- online, physical store
- product placement
- visual attention
- decision making
Overview
Effects comment disagreement
Offline, experiment
- disagree, more visual attention
- disagree, interaction hard news
- disagree, less likely share
- effect on attitudes, behavior
- communication research
- Dutceac Segesten, A., Bossetta, M., Holmberg, N. & Niehorster, D.C., 2019
Online text comprehension
Online, experiment
- Simola et al. 2011
- 28 adults
- 32 web pages
- texts, ca 100 words
- 2 ad positions
- self-paced trials
Effects of advert saliency
Online, experiment
- no effects on reading comp.
- no effects on reading measures
- small effects on advert attention
- what about children?
- measures of advert distraction?
- replication study with 9-year-olds
Commercial website text comprehension
Online, experiment
- 6 texts (IReST)
- right position ads
- 3 comp. questions
- 3 adverts (GIF)
- static, animated cond.
- repeated measures
- task-distractor area
- task-relevant, irrelevant
- anti-saccade pre-test
Individual differences
Online, experiment
anti-saccade pre-test
36 trials
prop. correct responses
focus attention
filter out distraction
developing in children
hypothesis:
prefrontal control negatively associated with ad attention
Social media interaction
Offline, experiment